Spinning the World: The Wheel Drops FOOH by Fortuna Labz for Pragmatic Play

When Pragmatic Play, one of the most innovative forces in the iGaming industry, approached us with the mission to introduce their latest in-game bonus feature, the Wheel Drops, we knew it had to be something extraordinary.

A simple announcement wouldn’t do justice to this exciting new mechanic, a wheel of fortune that can drop at any time and bring players instant prizes. Instead, we imagined a campaign that would make audiences feel the thrill of that wheel in motion.

And so, the idea of a giant Wheel Drops rolling across the world was born.

From the very beginning, we wanted this FOOH campaign to have a global heartbeat. The wheel wouldn’t just spin, it would travel.

We visualized the Wheel Drops beginning its epic journey in Malta, glowing under the Mediterranean sun as it rolls across the island where Pragmatic Play’s creative teams are based. From there, it travels to Dubai, shining like gold against the futuristic skyline before crossing continents to London, where it spins past the River Thames and its iconic landmarks.

Finally, it glides through the canals of Amsterdam, reflecting on the water as it slows down, ready to merge seamlessly back into the digital world, the game itself.

Each city was carefully chosen not only for its visual identity, but also for what it represents: innovation, diversity, global reach, and modern gaming culture.

Bringing this idea to life required a perfect blend of artistry and technology.

Our workflow combined 3D modeling, AI image generation, compositing, and cinematic grading to ensure that the wheel interacted naturally with its environment. Reflections on glass buildings, dust trails on roads, even shadows matching local lighting conditions — every element was meticulously crafted.

We wanted the audience to ask themselves: “Did they really film that?”

At Fortuna Labz, that’s exactly what we aim for with every FOOH: to blur the line between what’s real and what’s imagined, and to capture the power of curiosity.

In today’s digital landscape, one format no longer fits all. That’s why the Wheel Drops campaign was produced in multiple aspect ratios and resolutions:

• 16:9 cinematic versions for presentations, YouTube, and event screens,
• 9:16 vertical cuts for Instagram Reels, TikTok, and social teasers,
• 1:1 square posts optimized for feeds and performance marketing.

Each adaptation kept the same cinematic quality and narrative rhythm while emphasizing the most dynamic elements for each platform. The result was a seamless visual experience, consistent, shareable, and immediately engaging.

What made this project truly special was its emotional resonance.
The Wheel Drops isn’t just a mechanic — it’s a metaphor for the excitement and unpredictability that define online gaming. By giving it a physical form and a cinematic journey, we turned a technical feature into an emotional story.

This approach reflects the creative DNA of Fortuna Labz: we transform game features into visual experiences that capture attention and build a lasting impression.

When the wheel finally rolls back into the digital world in the final scene — perfectly synchronized with the moment it appears inside a Pragmatic Play game — the message becomes clear:
Luck is everywhere. You just have to spin it.

Collaborating with Pragmatic Play is always a creative adventure. Their vision for Wheel Drops inspired us to push the boundaries of what’s possible in digital storytelling. From early concept art to AI simulations, through to post-production polish, every step was handled with the precision and energy that define the Fortuna Labz signature style.

This project also demonstrates the growing synergy between gaming, cinema, and AI-driven creativity, an evolution that Fortuna Labz continues to pioneer.

At Fortuna Labz, we specialize in crafting immersive marketing experiences for the gaming and casino industry, from FOOH campaigns to AI-driven Animation and 3D brand activations.

If you want your next feature or launch to be unforgettable, let’s spin something extraordinary together.

Contact us today and bring your vision to life.